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Internship Project ReportInternship Project ReportA Study of Prescription Writing Habit of doctors at RanbaxyA Study of Prescription Writing Habit of doctors at Ranbaxy

Bangalore, KarnatakaBangalore, Karnataka

AAPROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OFPROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION DEGREE BANGALOREMASTER OF BUSINESS ADMINISTRATION DEGREE BANGALOREUNIVERSITY, BANGALOREUNIVERSITY, BANGALORE

SUBMITTED BYSUBMITTED BYNameName MOHAMMAD ARIF KHAN

Reg. no.Reg. no. 09DVCMA049

UNDER THE GUIDANCE OFUNDER THE GUIDANCE OFMrs. Nitu Ghosh

Lecturer

Brindavan collegeBrindavan collegeDwarkanagar, BangaloreDwarkanagar, Bangalore

August,2009August,2009


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Introduction

y "Healthcare has emerged as a progressive and

largest service sectors in India.

y Expected GDP spend of 8 per cent by 2012

from 5.5 per cent in 2009.y As per industry report, the sector is expected

to reach US$ 280 billion by 2020.

y It is believed to be next big sector after IT.

y Predicted to reach US$ 280 billion industry by

2020.


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Industry Profile

y PHARMACEUTICAL INDUSTRY IN INDIA

y The Indian pharmaceutical industry is the world's second-

largest by volume.

y India's bio-tech industry clocked a 17 percent growth with

revenues of Rs.137 billion ($3 billion) in the 2009-10 financial year.y Bio-pharma was the biggest contributor generating 60 percent of

the industry's growth at Rs.8,829 crore.

y The first pharmaceutical company are Bengal

Chemicals and Pharmaceutical Works, set up in Calcutta in 1930.


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y In 2002, over 20,000 registered drug

manufacturers in India sold $9 billion.y 85% of these formulations were sold in India.y 60% of the bulk drugs were exported, mostly

to the United States and Russia.

y Most of the players in the market are small-to-medium enterprisesy 250 of the largest companies control 70% of the

Indian market .


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MAJOR PLAYERS

y Ranbaxy Laboratories

y Dr. Reddy's Laboratories

y Nicholas Piramal

y Cipla

y Biocon

y Serum Institute of India

OTHER IMPORTANT DOMESTIC COMPANIES:

y Lupin Ltd

y Sun Pharmaceuticals

y Torrent Pharmaceuticals

y Wockhardt

y Cadila Healthcare

y Hetero Drugsy Nectar Lifesciences

y Macleods Pharma

y Intas Biopharmaceuticals

y Bharat Serums

y Orchid Pharmaceuticals


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Research Methodology

Title of the study:

A Study on the Brand Loyalty at Ranbaxy laboratories ltd.

Statement of the problem:

yDoctors in course of their career growth develop a habit in writingprescription based on various factors and reasons .

yThe prescription writing habit of doctors is of very keen interest to

pharmaceutical marketers

yThe study mainly focuses on the reasons behind the formation of

prescription writing habit of doctors


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Objectives of the study:Objectives of the study:

y To analyze the key reasons for Doctors

preference of prescribing drugs.

y To identify the small and the important

factors leading Doctors to write the drugs in

their prescriptions.

y To identify the main reasons for Doctors

discontinuing prescribing a particular drug.


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Scope of the studyy The study covers the Doctors and hospitals based in different parts of

Bangalore city.

Type of Research:The research is descriptive in nature.

Sample Size:y The chosen sample size is 50.

y Population for the studyy the respondents are doctors from within Bangalore city.


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Collection of Data

Primary Source: The primary data comprises

survey of information using questionnaires.

The data has been collected directly from

respondent with the help of structured

questionnaires.

Secondary Source: The secondary data was

collected from internet, magazines and

journals. and references from Library.


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Company Profile

RANBAXY LABORATORIES LIMITED

y TypePublic (BSE: 500359)

y IndustryPharmaceutical

y Founded1961HeadquartersGurgaon, Haryana, Indiay ProductsPharmaceuticals anddiagnostics

y Revenue$1.619 billion (2009)[1]

y Employees12,995 (2009)

y Websitewww.ranbaxy.com


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y Mission: To become a Research-based International

Pharmaceutical Company.

y Vision: Achieve significant business in proprietaryprescription products by 2012 with a strong presence indeveloped markets

y HISTORY:

y Ranbaxy was started by Ranbir Singh and Gurbax Singh in 1937

y Startetd as a distributor for a Japanese company Shionogi.

y The name Ranbaxy is a combination of the names of its first

owners -Ranbir and Gurbax.y His sons Malvinder Mohan Singh and Shivinder Mohan Singh sold

the company to the Japanese company Daiichi Sankyo in June 2008.


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Data Analysis and Intepretation

y Table 4.1:showing Doctors comments regardingthe main reasons while choosing a particulardrug:

y Particulars:No of

RespondenceA)Economy50B)Effectiveness50C)Dosage50D)Market availability50

y Chart 4.1:showing Doctors comments regarding the mainreasons

while choosing a particular drug

0

10

20

30

40

50

60

Ec ono my Effe ctive ne ss D osage Mar ke t

availability

No of Respondence

No o

R

pond

n


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y INTERPRETATION

y It is a unanimous answer with 100% of

the Doctors prescribing a drug on the

basis of Economy, Effectiveness, Dosage &

Market availability.


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y Table 4.2:Doctors views regardinginterdependence:

y ParticularsNo ofRespondenceA)Economy50B)Effectiveness50C)Dosage50D)Market availability50

y Chart 4.2:Doctors views regarding the relative importance ofthese factors:

0

10

20

30

40

50

60

Ec on om y E f fe c ti v e ne s s Do s ag e M ar ke t a va il ab il ity

No of Respondence

No o

R spond n


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y INTERPRETATION

y Again it is a unanimous answer with 100%

of the Doctors saying that all the factors

are interdependent.


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Findingsy All the doctors consider effectiveness, dosage, economy(price) and

market availability of a drug before writing it in their prescription

y Doctors mostly prefer the pharma companies to contact them fromtheir end regarding their new launches of drugs and mostly prefer anin person meeting with the Medical Representative as the mode ofcommunication.

y

Most Doctors prefer a short and brief presentation from a MedicalRepresentative while explaining a drug to them.

y Doctors believe the a Medical representatives presentation skills, theirrelationship, & the periodic reminders by the Medical Representativeplay key role for them in remembering and prescribing the drugs.

y Doctors are not brand loyal to any company but may use a few drugsof the same but not all. Mostly, in case of specialized medicines.


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y Many doctors believe that a brands image of marketleader doest not influence them in prescribingmedicines but a few believed that a brands image hasa positive affect on their prescribing habit.

y The two main reasons for any Doctor to discontinue

prescribing any drug are developed drug resistanceand side-effects. Rare market availability is also afactor but does not hold good mostly in case ofspecialized drugs.

y Most of the Doctors have a positive impression

about Ranbaxys Medical Representatives skills.y All the Doctors believe that Ranbaxy is a reliable

brand but a few of them do not agree of it being amarket leader.


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Suggestions

y It is suggested that steps to be taken to create anawareness among the Doctors about Ranbaxysleader brands as many doctors are not aware of theactual market position.

y

It is also suggested to maintain a constant anduniform availability of the drugs in the Market.

y It is also suggested that the company shouldconcentrate more on the Doctors who are alreadyprescribing many Ranbaxys brands so as to push

them towards brand loyalty.y Medical Representatives should be given periodic and

on the job training to keep up to the Ranbaxys namefor having skilled Medical Representatives.


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ConclusionConclusion

y The major reasons or the deciding factors

for a Doctor to prescribe a particular

drug are

y Effectiveness,

y Dosage, Price and

y Market Availablity.


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Bibliography

y Author name, Title of book, edition, publisher, year of publication, place

yWEBSITES:

y www.ranbaxy.com

y www.ibef.org

y www.indiapharma.in

y www.economywatch.com


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Thank you

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